I was alerted to an article regarding ‘Facebook labelled ‘digital gangsters’ by report on fake news‘ on LinkedIn. The article (at https://www.theguardian.com/technology/2019/feb/18/facebook-fake-news-investigation-report-regulation-privacy-law-dcms) is an interesting read, but there are issues (they always are). First of all Facebook is not innocent, Facebook has bungled a few items and they have done so several times, we have all seen that. Yet the report (at https://publications.parliament.uk/pa/cm201719/cmselect/cmcumeds/1791/1791.pdf) has a few issues too and it starts in the summary. It starts with “We have always experienced propaganda and politically-aligned bias, which purports to be news, but this activity has taken on new forms and has been hugely magnified by information technology and the ubiquity of social media. In this environment, people are able to accept and give credence to information that reinforces their views, no matter how distorted or inaccurate, while dismissing content with which they do not agree as ‘fake news’. This has a polarising effect and reduces the common ground on which reasoned debate, based on objective facts, can take place“, the issues here are:

Magnified by information technology and the ubiquity of social media.

People are able to accept and give credence to information that reinforces their views.

Dismissing content with which they do not agree as ‘fake news’.

Reduces the common ground on which reasoned debate, based on objective facts, can take place.

First of all, these are not lies, they are correct as elements. Yet we need to take another look at these issues. In the first the common side of social media is the part that makes all people talk to one another, even as we agree that when it comes to the display of news people do not really tend to talk, they often merely voice an opinion or a thought. Having an actual conversation in mobile distance based events is as rare of finding a £10 in the jeans you just took out of the washing machine. The second is obvious, it always has been so even before the age of social media, and the difference is that they now voice it to thousands of people at the same time, exposing millions of people to millions of voiced views. When it comes to item three, try to find an accepted labour idea in a conservative house of commons and vice versa, debunking each other’s views is a state of active mind and the non-elected get to have a lot more attention than the elected one (a weird logical truth), it has been the clear path of exposure since even before WW2, the fact that the loudest voice gets the room is not new, it is merely the fact that we get to hear twenty thousand loud mouthing opinions. It is number 4 that is the one issue that gives additional rise to the first three. When I search ‘News’ in Facebook I get the BBC, Nine News, ABC News, News.com.au, and several more. Yet the issue is not that they are there, it is what they state is very much the issue and the report is seemingly interestingly ignoring that part.

For News.com.au I get ‘Kate Ritchie smokin’ undies shoot‘ linking to: ‘Nova radio host Kate Ritchie stars in sexy underwear campaign‘, ‘Woolworths to axe $1-a-litre fresh milk but Coles refusing to follow’, and ‘Sailor from World War II kissing photo dies at age 95’, so as ‘news value’ goes, the value of news is very much a discussion a well, these organisation use social media to the max as to increase exposure to self, which is what it is supposed to do, the committee seems to have forgotten that part. The BBC is all about news, even as ’50 Cent: Claims police told to ‘shoot’ rapper investigated’ stands out a bit (it is still news). 9 News gets the attention with: “Human remains have been found during the search for a woman who went missing more than 300km away, with two people in custody over her suspicious disappearance“, it is all about the clicks as the article (on their site) gives us from the beginning “Human remains have been found in Victoria’s east“, the news themselves are exploiting social media to improve circulation (clicks are everything), yet that part is missing in all this. When it comes to ‘fake news’ the media is equally to blame, yet that part was clearly missed by the committee.

And as we see the news “There’s nothing new about personalised number plates, but soon drivers will be able to go a step further and add emojis!“, all this 2 hours ago whilst,

They are merely three out of a whole range of news items that do not make it to social media. The issue of ‘the common ground on which reasoned debate‘ requires a much wider base and the media is not using social media for that, it makes the media equally to blame, a part that has not been put under the spotlight either. The media uses social media as it is supposed to be used and it seems that the committee is a little too much in the dark there.

On page 10 we get: “In our Interim Report, we disregarded the term ‘fake news’ as it had “taken on a variety of meanings, including a description of any statement that is not liked or agreed with by the reader” and instead recommended the terms ‘misinformation’ and ‘disinformation’. With those terms come “clear guidelines for companies, organisations and the Government to follow” linked with “a shared consistency of meaning across the platforms, which can be used as the basis of regulation and enforcement”.” You see ‘fake news’ is at the heart of the matter and when we see ‘disregarded’, as well as ‘a variety of meanings’ we get the first part that this is about slamming Facebook (always entertaining mind you), yet the media is at the heart of the matter and they too need to be held to account in all this. It is enhanced by statement 16 on the next page: “proliferation of online harms is made more dangerous by focussing specific messages on individuals as a result of ‘micro-targeted messaging’“, it sounds nice until you realise that the media themselves are doing this too, so the overall view gets to be skewed by the media from the start. So consider ‘Start-up founder says employees should only work six-hour days’, whilst in the text we see (amongst more) “Next, we should cut down or get rid of tasks that “don’t add value” such as slashing wasteful meetings in half and switching off distracting notifications. For process-oriented jobs, Mr Glaveski said it was a good idea to automate where possible, and where it wasn’t, the option of outsourcing should be explored“, which largely impedes the existence of places like IBM, Microsoft, and a few other large players. Yet the idea is concept based and the optional loss of 25% income is not expressed as to the stage of who can afford to continue on that premise.

In all this, the media has its own need for ‘micro-targeted messaging’, where that ends is not a given and that part does not matter, it does matter that the message micro and macro is enhanced by the media themselves, yet where is their part mentioned in all that?

When the reports finally makes it to Data use and Data targeting we get: “We have instigated criminal proceedings and referred issues to other regulators and law enforcement agencies as appropriate. And, where we have found no evidence of illegality, we have shared those findings openly. Our investigation uncovered significant issues, negligence and contraventions of the law“, which we wold expect, yet in light of the larger issue where we see: “the use of data analytics for political purposes, which started in May 2017. It states that it “had little idea of what was to come. Eighteen months later, multiple jurisdictions are struggling to retain fundamental democratic principles in the fact of opaque digital technologies”“, I taught it 20 years ago, although not in a political setting, yet the use of data analysis was used in political fields as early as the mid 80’s, so the confusion is a little weird, especially when the footnote linked to the report (at https://ico.org.uk/media/action-weve-taken/2260271/investigation-into-the-use-of-data-analytics-in-political-campaigns-final-20181105.pdf) gives us on page 8: “Particular concerns include the purchasing of marketing lists and lifestyle information from data brokers without sufficient due diligence, a lack of fair processing and the use of third party data analytics companies, with insufficient checks around consent“, the issue not given is that marketing lists have been available for 20 years, laws had the option of being adjusted for well over 15 years, yet the players only realised too late (some never did) how affordable Facebook and other social media players made this route towards creating awareness, as well as using media to adjust a person’s view became a cheap solution for political players that had little or no budget. The paths were there for well over a decade and nothing was done, now Facebook is lashed at whilst the lists of Dunnhumby and like-minded owners (Dutch Airmiles) and several others are ignored to a larger degree, a path that has been open to adjustment for decades. The law could have been adjusted, but no one bothered, now we see the impact and the lashing out at Facebook, whilst the players were clueless to the largest extent, the 2015 evidence seen as we see: ‘dunnhumby: how Tesco destroyed £1.3bn of value in 9 months‘, the initial moment already showed the failing of insight (as I saw the entire Tesco disaster unfold when it happened in 2015), and with:

In haste to ready Dunnhumby for sale, Tesco made two critical errors that left the company unsellable:

First, Tesco terminated its 50/50 joint venture with Kroger, instead restructuring in such a way that Kroger bought out Tesco and formed a new wholly-owned data company called 84.51°. In this new arrangement, Dunnhumby USA retained its other clients and was now free to pursue new business with Kroger competitors, but no lost its access to Kroger’s customer data.

Second, Tesco capped the length of time that Dunnhumby would have exclusive rights to use the data from the 16 million Tesco Clubcard users. As outlined above, Dunnhumby relies on this data not only to derive profits from its partnership with Tesco but also from reselling this data to the manufacturers.

They should also be held to a much higher account, as I personally see this situation. Not that they have done anything wrong officially. Yet the consideration that we see on page 87 where we are treated to: “As we wrote in our Interim Report, digital literacy should be a fourth pillar of education, alongside reading, writing and maths. In its response, the Government did not comment on our recommendation of a social media company levy, to be used, in part, to finance a comprehensive educational framework“, the fact that digital literacy is missing on a global scale is a much larger concern, one that political players on both sides of the isle in the House of Commons seem to have been ignoring to the largest extent. It should be part of primary school education nowadays, yet it is not.

We see supporting evidence in the ‘Impact of social media and screen-use on young people’s health‘ publication. When we read: “In 2017, however, the Children’s Commissioner for England, Anne Longfield, reported that children were “not being equipped with adequate skills to negotiate their lives online” and that they needed help from adults to “develop resilience and the ability to interact critically with the world”“, we see one part, it comes from oral evidence Q566, which gives us the question by Stephen Metcalfe ‘There is a lot of emphasis on preparing children and young people for a digital life—on making them digitally literate. What do you think digital literacy actually means? What are the boundaries? What should we be teaching them, and at what age should we start?‘, the response is “A report I put out earlier this year, “Life in Likes,” which dealt with eight to 12-year-olds, focused heavily on emotional literacy. Schools seem to have done a decent job in looking at safety online. Children will now tell you that you should not put out a photograph of you wearing your uniform. People go to great lengths to trace you. Safety within school has really progressed, but the emotional resilience to be able to deal with it is not there yet. The key age for me is about year six and year seven. Beyond that, it is to do with the mechanics: how it works and algorithms. You do get targeted with stuff. It is not just everyone getting this. There are things coming your way because the machine is set up to work out what interests you. There are things around terms and conditions and knowing what you are signing up to. We did a big piece of work last year with lawyers that reduced and simplified terms and conditions from 17 pages to one. Of course, when people read it and it says, “We own all your stuff and we’ll do what we like with it,” it gets a different response. That is probably not the thing that will make us all turn off, but it might make us think twice about what we are doing.” Longfield gives us a good, yet in this case incorrect (read; incomplete) answer.

From my point of view through the abilities within Facebook we forget that ‘There are things coming your way because the machine is set up to work out what interests you‘, yet the numbers do not add up, you see the bigger issue behind it is that people can buy likes and some do, so the person clicks on something that has 50,000 likes, yet if they knew that 45,000 likes were bought they might not have clicked on it. It becomes the consideration of likes versus engagement. That elementary lack is important. Engagement is everything and in the consideration of item 4 earlier where we saw ‘reasoned debate, based on objective facts‘, we might seem to think that clicks are an objective fact, yet they are not. The amount of people engaged in the conversation is a subjective fact, yet an actual fact, bought clicks are not and that is an important failure in all this. So when we are confronted with upcoming 2% digital services tax, which is merely a cost of doing business, whilst the lack of digital literacy that is spawned from a lack of education is a difference that most are not made aware of.

When we finally get to the Conclusions and recommendations we might focus on: “Social media companies cannot hide behind the claim of being merely a ‘platform’ and maintain that they have no responsibility themselves in regulating the content of their sites. We repeat the recommendation from our Interim Report that a new category of tech company is formulated, which tightens tech companies’ liabilities, and which is not necessarily either a ‘platform’ or a ‘publisher’. This approach would see the tech companies assume legal liability for content identified as harmful after it has been posted by users. We ask the Government to consider this new category of tech company in its forthcoming White Paper” we do see a truth, yet again an incomplete one. The media is equally to blame and not holding them to account, letting them focus on populist views and pressures (apart from the authentic news bringers like the BBC, Washington Post and the Guardian), we are pushed into a skewed view from the very beginning, that part was equally important and avoided throughout the report. For example the Daily Mail gives us ‘amazing footage‘ of ‘Heartwarming moment Syria’s White Helmets rescue two puppies from being crushed to death by rubble after a building was torn apart by heavy shelling‘, yet the news given several hours ago ‘Saudi Arabia has provided more than $13 billion in support to Yemen since 2014‘ never made it did it? The Daily mail was all about on how to not open a beer keg (by making a hole in the side using a spigot and a piece of wood) and ignoring ‘UK-based man charged with inciting attack in Germany‘ (source: Washington Post). So when it comes to the entire matter of social media and their ability of being merely a ‘platform’ (which they are) the accountability of the media as a whole is a much larger failure and the fact that the committee decided to leave that on the side invalidates the report to a much larger degree (not completely though) as I personally see it.

Facebook might not be innocent, yet the media as a whole is just as guilty. They have made the consideration of what is ‘fake news’ a much larger issue. The few that do a good job are filtered into silence by the hundreds of media outlets that do what social media is supposed to do, create awareness of self through promotion of ‘self’ on a granular population, as granular as possible.

The fact that the word ‘engagement‘ is only seen three times in the report, ‘click‘ is only seen twice, ‘filter‘ (like: filtering, filtered) is seen once and so is ‘selected‘, yet the last word is not see in regards to what the user of a social media account chose to observe.

All elements at the very foundation of: ‘Disinformation and ‘fake news’‘, in that light, just how valid is that report and what else are the people not made aware of? So in light of the members of that committee and the amount of money they made (and the costs that they gave the taxpayers) through lunches, travel expenses and all other forms of remunerations:Can we get that back please?